India's Quick Commerce Firms Ditch 10-Minute Delivery Claim, But Will Conditions Improve for Gig Workers?

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India's leading quick commerce firms, including Swiggy, Blinkit, and Zepto, have dropped their '10-minute delivery' promise following a government intervention to improve working conditions for gig workers. However, experts and workers alike say this move is more about optics than actual changes on the ground. The government's push for better working conditions and safety measures for gig workers has led to the removal of the 10-minute delivery tagline. But experts argue that the business model remains unchanged, with the focus still on speed, convenience, and proximity-led fulfillment. Karan Taurani, an executive vice president at Elara Capital, told Reuters that the removal of the 10-minute delivery claim is largely optics-driven. He added that the proposition of quick commerce continues to prioritize speed and convenience over horizontal e-commerce timelines. Despite the government's order, the companies are not legally bound to stop offering fast delivery services. In fact, Blinkit showed delivery within eight minutes in one area of Delhi, according to Reuters. Eternal, the parent company of Zomato and Blinkit, clarified that there was no change in the business model for its quick commerce platform. Gig workers in Delhi said that the new changes will make little difference to them on the ground, as the pressure to deliver quickly remains high due to the volume of orders and low earning per delivery. Gig workers across the country held protests and a partial strike on Christmas and New Year's Eve to draw attention to their working conditions and unsafe delivery demands. Many workers said that they would still try to deliver quickly if they want to earn a certain amount at the end of the day. The fast-delivery firms also promote longer working hours by providing incentives linked to the number of hours they work. A 20-year-old delivery partner said he is tied to an offer that gives him an incentive if he works nearly 15 hours a day. A 25-year-old delivery agent said, "We are happy that something positive is coming out from us raising our voices, but this is not nearly enough. No formal communication about the 10-minute branding being removed has been communicated to us yet, but even if it is, that changes very little on the ground for us.